San Luis Obispo County Tourism Vision Workshop - the California ...

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San Luis Obispo County Tourism Vision Workshop - the California ...

VISIT CALIFORNIA

SAN LUIS OBISPO COUNTY TOURISM VISION WORKSHOP

DECEMBER 15, 2011


CAROLINE BETETA

President and CEO: Visit California


VISIT CALIFORNIA LEADERSHIP

• Governor of California

• Secretary of the Business, Transportation and

Housing Agency and CTTC Chair

Mike Gallagher

Vice Chair

CityPASS, Inc.

Rusty Gregory

Vice Chair

Mammoth Mountain

Ski Area

Kathy Turner

Chief Financial Officer

Enterprise Rent A Car

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VISIT CALIFORNIA LEADERSHIP

37-member Visit California Board includes

Jay Jamison and Terry L. Westrope

Jay Jamison

CEO and GM

Pismo Coast Village

Terry L. Westrope

Vice President

Ocean Park Hotels


CALIFORNIA TOURISM

INVESTMENT


CALIFORNIA TRAVEL IMPACTS

2011 YEAR TO DATE

Hotel Revenue per Room +11.2% (Oct.)

- Occupancy

- ADR

+5.4% (Oct.)

+5.5% (Oct.)

Overseas Arrivals +13.5% (Sept.)

CWC Traffic +9.3% (Sept.)

Domestic Air Traffic +2.2% (Sept.)

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Jobs

TOURISM BRINGS JOBS

• Every $109,000 in visitor spending = 1 job

• Every 1% increase in visitor spending = 8,730 new

jobs

• Leisure & Hospitality added 37,800 jobs between

October 2010 and October 2011

• 16% of non-farm job creation but only 11% of non-farm

jobs

• One of nine sectors to add jobs in October (+1,200)

Source: Dean Runyan Associates

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TOURISM AS AN EXPORT

International tourism spending is greater than that of CA’s top 4

export categories combined.

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IMPACT ON SAN LUIS OBISPO

COUNTY

Total direct spending $1.1 B

Tourism-supported jobs 15,500

Local tax receipts $24 M

State tax receipts $46 M

Source: California Travel Impacts by County, Dean Runyan Associates ; Visit California


OUR MISSION:

CREATE DESIRE FOR THE

CALIFORNIA EXPERIENCE


TANGIBLE IMPACTS

Global Brand Advertising: 2010

• REVENUE: $5.1 billion

• AWARENESS: 46.2 million households

• TRIPS: 3.7 million

• ROI: $236


PUBLIC AFFAIRS OUTREACH

Join us on February 22, 2012:

Partners in Hospitality & Tourism Legislative Reception


STRATEGIC MARKETING PLAN

OBJECTIVE 1

Platform

OBJECTIVE 3

Engagement

OBJECTIVE 2

Brand

OBJECTIVE 4

International

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HOW DO WE

ACCOMPLISH THIS?


DESTINATION MARKETING STRATEGY

Bull’s-eye =

Retail

Restaurant

Attractions

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12 INTERNATIONAL OFFICES

U.K., Australia, Japan, Germany, Mexico, S. Korea, China, India,

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Brazil, France, Italy, Scandinavia


ONLINE TRAINING PROGRAM

Launched and

currently running

in 11 international

markets

• 7,105 total

registered travel

agents across all

markets

• 2,200 travel agents

have completed the

online training

course


MARKETING PROGRAM PLANNER

http://industry.visitcalifornia.com

• Visit California provides

a great way for

consumers to see your

events, content &

images!

• Submit editorial content

and destination listings

through the submission

tool.

Thousands of

editorials & events

have made it onto

the Web site!

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BRAND ADVERTISING

• Increase non-resident and resident leisure

travel visits

• Leverage “Diversity” positioning

• Communicate CA’s core attributes and

compelling points of difference:

• “California Attitude”

• Desirable eclectic lifestyle

• Unique culture

• Diversity is woven together by spirit


BRAND ADVERTISING

• “Misconceptions”

Umbrella brand spot, showcasing

the California attitude

• “The Good Life”

Promotes state as culinary

destination

• “Friends In High Places”

Showcases winter in California

• “Out There”

New spot highlighting outdoor

adventure

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VIDEO: MISCONCEPTIONS

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VIDEO: THE GOOD LIFE

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VIDEO: FRIENDS IN HIGH PLACES

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VIDEO: OUT THERE

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PRINT ADVERTISING


ENTERTAINMENT TONIGHT

PARTNERSHIP

Multi-platform integration

program included:

• Premier sponsorship of the ET

Emmy after-party

• 10 content integrations on ET

featuring California

destinations via celebrities

who have a connection to

them

• Online extensions with

ETOnline.com &

TheInsider.com


CALL TO ACTION:

VISITCALIFORNIA.COM

Fresh Design &

Added Content

Featured

Activities


INTERACTIVE VIDEOS

BTS content for

each commercial

spot

Users can watch the spot

or explore scenes for indepth

information on

locations and talent


PUBLICATIONS

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SOCIAL MEDIA:

POPULAR CHANNELS

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EVENTS & OPPORTUNITIES


THE ROYAL SUMMER

• Capitalize on global media attention

• Amplify “3 Days Isn’t Enough” campaign

• Create statewide platform

"No matter where they venture in California, the royal visit will create

the California Travel and Tourism Commission, said Thursday.


VIDEO: ROYAL SPOT

“3 Days Isn’t Enough”

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CALIFORNIA RESTAURANT

MONTH

• Target high-value culinary

travelers during off-peak

season

• Statewide communications

platform for 30 destination

“Restaurant Months/Weeks”

• January 2012 is 2 nd effort

• 2.4 million impressions in 2011

• $802,000 media value


AMGEN TOUR OF CALIFORNIA


CWC LOCATIONS

• Alpine

• Anderson

• Arcata

• Auburn

• Barstow

• Buena Park

• El Dorado Hills

• Mammoth Lakes

• Merced

• Oceanside

• Oxnard

• Pismo Beach

• Salinas

San Francisco

San Bernardino

San Mateo

Santa Rosa

• Truckee

• Tulare

• Yucca Valley

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CVG Ebook

MOBILE

Mobile

Website


DREAMLAND

DREAMLAND provides a

living, breathing snapshot of

what makes California so

desirable to travelers from

around the world, and Visit

California has embraced it as

a vehicle to promote

California worldwide.

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VIDEO:

BEHIND THE SCENES


FIND THIS PRESENTATION ONLINE!

http://industry.visitcalifornia.com

Travel Industry

Tab

Presentations

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VISIT CALIFORNIA

SAN LUIS OBISPO COUNTY TOURISM VISION WORKSHOP

DECEMBER 15, 2011


ARCHIVE


CALIFORNIA WINE MONTH

September is California Wine Month!


CELEBRITY SPOKESPERSON

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